At an increasing rate companies are seeing that they need to figure out ways to put the customer at the center of their attention and decisions. Through these three sessions I tried to give some tools and ideas, to help participants start digging into ways of finding the right approach for their company.
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1. HYPER ISLAND OMC STOCKHOLM 24-26 SEPT. 2014 HELGE TENN PART
I: THE LEARNING ORGANISATION PART II: THE CUSTOMER GAP PART III:
BUSINESS DESIGN
2. THIS SLIDESHOW INCLUDES THE SLIDES FROM THREE INTERACTIVE
SESSIONS AT ONE HYPER ISLAND OPEN MASTER CLASS IN STOCKHOLM SEPT.
2014 ! THE GOAL IS TO HAVE THE PARTICIPANTS THROUGH DISCUSSIONS AND
WORKSHOPS FIND THE ANSWERS THEMSELVES.
3. HYPER ISLAND OMC STOCKHOLM 24-26 SEPT. 2014 HELGE TENN PART
I: THE LEARNING ORGANISATION
4. Datainnovation is the output - learning is the input
5. 3 FIRST TYPES OF INSIGHTS - STRUCTURED DATA -
6. 3 FIRST TYPES OF INSIGHTS - STRUCTURED DATA - - HUMAN
SCIENCE DATA - SENSEMAKING
7. VIDEO LINK: HTTP://VIMEO.COM/98126564
8. 3 FIRST TYPES OF INSIGHTS - STRUCTURED DATA - - HUMAN
SCIENCE DATA - SENSEMAKING
9. 3 FIRST TYPES OF INSIGHTS - STRUCTURED DATA - - UNSTRUCTURED
DATA - - HUMAN SCIENCE DATA - SENSEMAKING BIG DATA
10. VIDEO LINK: HTTP://YOUTU.BE/KYG80OP2WHM
11. 3 FIRST TYPES OF INSIGHTS - STRUCTURED DATA - -
UNSTRUCTURED DATA - - HUMAN SCIENCE DATA - SENSEMAKING BIG
DATA
12. YOUR SOURCES OF INSIGHT STRUCTURED DATA EMPLOYEES
UNSTRUCTURED DATA SENSEMAKING CREATING A CULTURE WHERE EMPLOYEES
CONTINUOUSLY FUEL THE ORGANIZATION WITH IDEAS AND INSIGHTS INVITING
AND INVOLVING CUSTOMERS IN THE CO- CREATION OF OFFERINGS EXISTING
AND ACCESSIBLE OWNED DATA FROM SPREADSHEETS OR DATABASES
UNORGANIZED DATA. EXTERNAL SOURCES. OFTEN OUTSIDE OF THE
TRADITIONAL FIELD OF VIEW OF RESEARCH. THE HUMAN SCIENCE APPROACH
TO UNDERSTANDING CUSTOMERS. OBSERVING WITHOUT HYPOTHESIS. A
SITUATIONAL APPROACH CUSTOMER CENTRICITY RAPID EVALUATION LAUNCHING
AND LEARNING FROM IDEAS LIVE IN THE MARKETPLACE TESTING THEM ON
CONSUMERS AS REAL IDEAS/OFFERINGS CO-CREATION UNSTRUCTURED DATA
SENSEMAKING EMPLOYEES CUSTOMERS CO-CREATION RAPID EVALUATION
STRUCTURED DATA DESIGNING SERVICES IN ORDER TO COLLECT BRAND NEW
TYPES OF DATA SERVICES AND TOOLS
13. A WHOLE NEW INNOVATION BALL GAME THROUGH CREATIVE
CO_CREATION
14. YOUR SOURCES OF INSIGHT STRUCTURED DATA EMPLOYEES
UNSTRUCTURED DATA SENSEMAKING CREATING A CULTURE WHERE EMPLOYEES
CONTINUOUSLY FUEL THE ORGANIZATION WITH IDEAS AND INSIGHTS INVITING
AND INVOLVING CUSTOMERS IN THE CO- CREATION OF OFFERINGS EXISTING
AND ACCESSIBLE OWNED DATA FROM SPREADSHEETS OR DATABASES
UNORGANIZED DATA. EXTERNAL SOURCES. OFTEN OUTSIDE OF THE
TRADITIONAL FIELD OF VIEW OF RESEARCH. THE HUMAN SCIENCE APPROACH
TO UNDERSTANDING CUSTOMERS. OBSERVING WITHOUT HYPOTHESIS. A
SITUATIONAL APPROACH CUSTOMER CENTRICITY RAPID EVALUATION LAUNCHING
AND LEARNING FROM IDEAS LIVE IN THE MARKETPLACE TESTING THEM ON
CONSUMERS AS REAL IDEAS/OFFERINGS CO-CREATION UNSTRUCTURED DATA
SENSEMAKING EMPLOYEES CUSTOMERS CO-CREATION RAPID EVALUATION
STRUCTURED DATA DESIGNING SERVICES IN ORDER TO COLLECT BRAND NEW
TYPES OF DATA SERVICES AND TOOLS
15. INSIGHT: YOUR JOB IS NOT TO FIGURE OUT HOW DATA WORKS - BUT
TO UNDERSTAND THAT YOU CAN ASK COMPLETELY NEW QUESTIONS IN ORDER TO
UNDERSTAND THE CUSTOMER AND THE JOB THEY ARE DOING. THE GOAL IS TO
BE AS CREATIVE WHEN IT COMES TO FIGURING OUT WHICH QUESTIONS YOU
ASK AS YOU ARE WHEN TRYING TO FIGURE OUT WHICH NEW PRODUCTS TO
INVENT.
16. HYPER ISLAND OMC STOCKHOLM 24-26 SEPT. 2014 HELGE TENN PART
I: THE LEARNING ORGANISATION
17. HYPER ISLAND OMC STOCKHOLM 24-26 SEPT. 2014 HELGE TENN PART
II: THE CUSTOMER GAP
18. WHAT IS THE CHANGE?QUESTION
19. -THE CUSTOMER GAP-
20. -THE CUSTOMER GAP- WHICH GAP EXIST BETWEEN YOU AND YOUR
CUSTOMERS, AND WHICH GAPS DO YOU ANTICIPATE WITHIN THE NEXT THREE
YEARS? DISCUSS
21. [HAPPENS WHEN ORGANISATIONS HAVE REDUNDANT METHODS (COMMON
ARE WORLDVIEW, SILOS, GOALS AND MANAGEMENT) TO OPERATE OR TOOLS TO
UNDERSTAND THE WORLD]
22. THE JOB-TO-BE-DONE
23. THE JOB-TO-BE-DONE WHY IS IT MORE IMPORTANT TO UNDERSTAND
WHAT PEOPLE ARE DOING AS OPPOSED TO WHO THEY ARE? DISCUSS
24. VIDEO LINK: HTTP://YOUTU.BE/F84LYMES67Y
25. HOW WOULD YOU IMPROVE THE MILKSHAKE?QUESTION
26. TASK -HOW WOULD YOU IDENTIFY OR CATEGORISE YOUR CUSTOMERS?
- HOW WOULD IT HELP YOU IMPROVE PRODUCTS OR SERVICES? - HOW DOES IT
HELP YOU EARN BRAND NEW MONEY? QUESTION: METHOD: INTERVIEW EACH
OTHER ON JOBS_TO_BE_DONE APPLIED IN YOUR COMPANY - TWO AND TWO
27. TASK AS CONSUMERS - TO WHICH JOB ARE YOU HIRING THESE
COMPANIES/ORGANISATIONS? QUESTION: IN THE GROUPS FOR FOUR MINUTES:
- PICK TWO LOGOS AND DISCUSS METHOD: WHENI'M IWANTTO SOTHATICAN
(SITUATION) (MOTIVATION) (ROOTCAUSE/AMBITION)
28. TASK A. IN YOUR GROUPSMETHOD:
29. TASK A. FORM GROUPS OF THREE B. EVERYBODY STAND UP - PICK
THE PERSON OF MEDIUM HEIGHT METHOD:
30. TASK A. FORM GROUPS OF THREE B. EVERYBODY STAND UP - PICK
THE PERSON OF MEDIUM HEIGHT C. THIS PERSON FINDS A PRODUCT SHE/HE
IS HIGHLY PASSIONATE ABOUT - NOT YOUR OWN! METHOD:
31. TASK A. FORM GROUPS OF THREE B. EVERYBODY STAND UP - PICK
THE PERSON OF MEDIUM HEIGHT C. THIS PERSON FINDS A PRODUCT SHE/HE
IS HIGHLY PASSIONATE ABOUT D. THE OTHER PEOPLE ARE GOING TO
INTERVIEW HER/HIM IN ORDER TO FIGURE OUT WHICH JOBS SHE/HE IS
HIRING THE PRODUCT FOR. METHOD:
32. TASK A. FORM GROUPS OF THREE B. EVERYBODY STAND UP - PICK
THE PERSON OF MEDIUM HEIGHT C. THIS PERSON FINDS A PRODUCT SHE/HE
IS HIGHLY PASSIONATE ABOUT D. THE TWO OTHER PEOPLE ARE GOING TO
INTERVIEW HER/HIM IN ORDER TO FIGURE OUT WHICH JOBS SHE/HE IS
HIRING THE PRODUCT FOR. E. EXHAUST THE PERSON - AND THEN SOME -
ONLY THROUGH EXHAUSTIVE QUESTIONING, ASKING WHY AND FINDING
CREATIVE WAYS TO EXPLORE THE MIND OF THE PERSON BEING INTERVIEWED
WILL WE FIND VALUABLE ANSWERS. METHOD:
33. TASK A. IN THE SAME GROUP AND WITH THE SAME PERSON BEING
INTERVIEWED - EXPLORE THE METHOD FURTHER. B. UNDERSTAND THE JOB IN
ACCORDANCE WITH THE DIFFERENT ELEMENTS METHOD:
34. 8BARRIERS What are the pains in the job the product or
service is solving? MOTIVATION What motivated the customer to pull
the product into their life? The last time they did the job and
didnt use the product - what did they use? GAINS ROOT CAUSE /
AMBITION What is the root cause for the customer doing the job?
RESCUE What assets in todays job could be set free and digitized?
BYPASS What process in todays job could as well be skipped?
RECONFIGURE INDIVIDUALIZATION What would the customer gain from
individual tailoring of the product? SUPPORT LONGEVITY What would
the customer gain from the company helping with the job every day /
in their every day processes? #ROLE SOCIAL What is the social role
of the job? #ROLE FUNCTIONAL What is the functional role of the
job? #ROLE EMOTIONAL What is the emotional role of the job?
JOB_TO_BE_DONE In the customers words - what is the job they are
doing that causes them to pull the product or service into their
life? THE CUSTOMER_JOB_TO_BE_DONE CANVAS- HT_PROTOTYPE_002 The
Customer_Job_To_Be_Done Canvas is built on the ideas of Clayton M.
Christensen, Scott D. Anthony, Gerald Berstell and Denise
Nitterhouse in their MIT Sloan Management Review Article Finding
The Right Job For Your Product. It is also extended/inuenced by
Shoshana Zuboffs McKinsey Quarterly Article Creating Value in The
Age of Distributed Capitalism. THIS TOOL IS A PROTOTYPE. NEVER USE
IT AS IT IS. BUT UNDERSTAND IT, YOUR OWN SITUATION AND CUSTOMER
JOBS - AND THEN REDESIGN IT TO YOUR INDIVIDUAL NEEDS. GOOD LUCK
SITUATION/LIFECYCLE What, where, when and why did the job occur? As
a decision journey or as a part of the customers everyday
processes? HELGE TENN HELGETENNO.COM THE JOB THE CUSTOMER THE
OPPORTUNITIES
35. TASK FOR FIFTEEN MINUTES - EXPLORE THE MODEL, FIND SOME
ANSWERS. ! PRESENT TO THE REST OF THE CLASS WHICH BOXES YOU CHOSE
AND WHICH ANSWERS YOU FOUND.
36. 8BARRIERS What are the pains in the job the product or
service is solving? MOTIVATION What motivated the customer to pull
the product into their life? The last time they did the job and
didnt use the product - what did they use? GAINS ROOT CAUSE /
AMBITION What is the root cause for the customer doing the job?
RESCUE What assets in todays job could be set free and digitized?
BYPASS What process in todays job could as well be skipped?
RECONFIGURE INDIVIDUALIZATION What would the customer gain from
individual tailoring of the product? SUPPORT LONGEVITY What would
the customer gain from the company helping with the job every day /
in their every day processes? #ROLE SOCIAL What is the social role
of the job? #ROLE FUNCTIONAL What is the functional role of the
job? #ROLE EMOTIONAL What is the emotional role of the job?
JOB_TO_BE_DONE In the customers words - what is the job they are
doing that causes them to pull the product or service into their
life? THE CUSTOMER_JOB_TO_BE_DONE CANVAS- HT_PROTOTYPE_002 The
Customer_Job_To_Be_Done Canvas is built on the ideas of Clayton M.
Christensen, Scott D. Anthony, Gerald Berstell and Denise
Nitterhouse in their MIT Sloan Management Review Article Finding
The Right Job For Your Product. It is also extended/inuenced by
Shoshana Zuboffs McKinsey Quarterly Article Creating Value in The
Age of Distributed Capitalism. THIS TOOL IS A PROTOTYPE. NEVER USE
IT AS IT IS. BUT UNDERSTAND IT, YOUR OWN SITUATION AND CUSTOMER
JOBS - AND THEN REDESIGN IT TO YOUR INDIVIDUAL NEEDS. GOOD LUCK
SITUATION/LIFECYCLE What, where, when and why did the job occur? As
a decision journey or as a part of the customers everyday
processes? HELGE TENN HELGETENNO.COM THE JOB THE CUSTOMER THE
OPPORTUNITIES
37. TASK FOR TWO MINUTES DISCUSS THE JOB YOU WANT TO PRESENT
AND DECIDE ON THE PERSON PRESENTING METHOD:
38. HYPER ISLAND OMC STOCKHOLM 24-26 SEPT. 2014 HELGE TENN PART
II: THE CUSTOMER GAP
39. HYPER ISLAND OMC STOCKHOLM 24-26 SEPT. 2014 HELGE TENN PART
III: BUSINESS DESIGN
40. WHY SHOULD CUSTOMERS CARE ABOUT YOUR PRODUCT? DISCUSS
41. JOIN INTO GROUPS ! IF YOU ARE MORE THAN ONE FROM ONE
COMPANY - GET TOGETHER WITH THE OTHERS IN YOUR COMPANY ! IF YOU ARE
ONE - GET TOGETHER WITH OTHERS FROM THE SAME OR SIMILAR INDUSTRY
2-4 IN EACH GROUP ! THE REST CREATE OPEN GROUPS 2-4 PEOPLE IN EACH
GROUP TASK:
42. IN GROUPS - FIGURE OUT CREATE YOUR OWN COMPANYS COMPETITOR
USING A CUSTOMER CENTRIC APPROACH TASK: USE JOBS_TO_BE_DONE - FIND
THE CORE AMBITION INCENTIVISING YOUR CUSTOMERS TO HIRE YOUR
COMPANY, PRODUCT OR SERVICE. 1. CUSTOMER JOB-2B-DONE: THE VALUE
PROPOSITION IS HOW THE COMPANY SOLVES THE JOB PRODUCING WHICH
UNIQUE VALUE. CUSTOMER AMBITION + COMPANYS ABILITIES 2. VALUE
PROPOSITION: WHAT DO YOU NEED TO DELIVER TO ACCOMMODATE THE JOB
WITH YOUR VALUE PROPOSITION? 3. DELIVERY: WITH NO CHANCE OF
FAILURE!! WHAT DO YOU NEED TO DELIVER TO ACCOMMODATE THE JOB WITH
YOUR VALUE PROPOSITION? PROPOSITION HOW THE COMPANY SOLVES THE JOB
PRODUCING WHICH UNIQUE VALUE. CUSTOMER AMBITION + COMPANYS
ABILITIES 2. VALUE 3. DELIVERY JOB-TO-BE-DONE INCLUDES ROOT CAUSE
1. CUSTOMER COMPANYS ABILITIES CUSTOMER JOB_TO_BE_DONE COMPETITORS
OFFERINGS
43. WHAT DO YOU NEED TO DELIVER TO ACCOMMODATE THE JOB WITH
YOUR VALUE PROPOSITION? PROPOSITION HOW THE COMPANY SOLVES THE JOB
PRODUCING WHICH UNIQUE VALUE. CUSTOMER AMBITION + COMPANYS
ABILITIES 2. VALUE 3. DELIVERY JOB-TO-BE-DONE INCLUDES ROOT CAUSE
1. CUSTOMER COMPANYS ABILITIES CUSTOMER JOB_TO_BE_DONE COMPETITORS
OFFERINGS CUSTOMER CENTRIC BUSINESS PROPOSITION & DELIVERIES -
START IN THE MIDDLE AND WORK OUTWARDS -
44. An example of a VALUE PROPOSITION We help clients move in
the pace of technology, the market and their customers. ! By
dismantling preconceived ideas, thinking, creating and delivering
on business strategy and customer insight, designing and operating
the offerings they need to stay in motion, competitive and
attractive to 21st century customer demands and be ground breaking
in the industries they are shaping. COMPANYS ABILITIES CUSTOMER
JOB_TO_BE_DONE COMPETITORS OFFERINGS
45. TASK IN GROUPS CREATE YOUR OWN COMPANYS COMPETITORS
BUSINESS MODEL TASK:
46. HYPER ISLAND OMC STOCKHOLM 24-26 SEPT. 2014 HELGE TENN PART
III: BUSINESS DESIGN